The document discusses the growth of mobile internet usage and opportunities for mobile marketing. Key points include: - Mobile internet usage, especially via smartphones, is growing rapidly and surpassing PC usage. - This provides new opportunities for mobile optimized websites, apps, and mobile advertising to engage customers. - Marketers should consider developing a mobile strategy, including whether their website needs reformatting for mobile and if they should create a mobile app.

1. Presentation to Government Advertising Unit An Overview on Apps and Mobile Marketing Emma McNally Independent News & Media (NI) Simon Gough GCD Technologies

2. Content The growth of mobile The business opportunity Mobile optimised websites Apps Mobile advertising

3. Mobile Statistics

4. Internet Access “ By 2013, mobile phones will overtake PCs as the most common web access device worldwide” Gartner 2010

5. Casual Browsing 2011…… On the move Internet usage is growing in volume and now changing in format The internet is now more than a PC based phenomenon Many people’s first internet experience of the day occurs on a mobile device New Advertising platforms New Marketing challenges New Publishing Formats Smartphone Tablet ereaders The digital day – we are connecting in new ways

6. The impact of smartphones 90% of all UK adults use a mobile and c.25% now have smartphones Smartphones is a mobile phones combined with a handheld computer 7.2m UK smartphones sold in May 09 12.8m sold in May 2010 78%growth yr on yr 28% of people in the UK use their mobile to access the internet But 65% of all smartphone users access the internet via their handset Sources: Ofcom, Comscore

7. The Opportunity Mobile represent an excellent opportunity to engage, target and increase your audience via the most personal medium available Essential to consider a mobile strategy Do you know how many users access your website via a mobile device? Does your website need to be reformatted or rebuilt to be compatible with mobile devices? Have you considered developing an app? Have you considered mobile advertising?

8. Mobile Optimised Websites

9. Joe Marini. Designing and Developing for the Rich Mobile Web presentation at Microsoft's MIX10 conference “ Good mobile sites focus on a few important tasks. Resist the temptation to make all the features of your main site into the ones that are most critical for mobile.”

10. Mobile Websites: Reformate or rebuilt websites for smaller screen Take your existing web content and only use key elements Flash will not render on most mobile devices, notably the iphone Make use of the unique possibilities on mobile: touchscreens, voice and location capabilities, click to call Clarity of message and easy navigation are key Remember user has limited time and screen space It’s worth it - optimised viewing on over 5,000 different devices

11. Apps

12. Why develop an app? Attract new customers Better engage with existing customers Improve your brand image Customer ‘pull’ not ‘push’ New revenue stream To maximise information sources Add to your suite of service offerings To make use of the unique possibilities on mobile Just for fun (Barclaycard waterslide / Ulster Bank Rugby Game) Good PR Remember however its crucial to build an app that actually does something: Content is king!

13. Decisions, Decisions Main app operating systems include : - Symbian Nokia - Google Android - Apple IOS - Blackberry OS (RIM), Smartphone market share is in constant flux Be careful of worldwide vs. UK vs. ROI stats Google’s Android OS has sharply increased its share and is now the 2 nd most popular OS after symbian. Apple apps = c.300,000+ Android apps = c.100,000+ Nokia apps = 25,000+ Blackberry Apps = c.10,000+ Share of worldwide 2010 Q3 smartphone sales to end users by operating system, according to Gartner .

14. Internal Research Crucial Increasing visits to Propertynews from mobile devices First launched mobile site in 2007 Enhanced mobile website launched Jan 10 to provide comparable user experience Iphone app launched Jan 10 Plans in place to develop android app in 2011 based on growth of this OS 2009 Mobile Access by Operating System 2010 Mobile Access by Operating System

15. NI Businesses using Apps

16. Northern Ireland Apps Media/News: U.TV & U105 Cool FM Downtown Radio Belfast Music Citybeat Belfast Telegraph Irish News Entertainment: Belfast Music Grand Opera House The Ulster Orchestra Culture Northern Ireland Finance: Northern Bank Ulster Bank Bank of Ireland ATM finder Jobs/Cars: Ni Jobfinder Ni Carfinder Used Cars NI Autotrader Property Propertynews TR Property BTW Cairns Ulster Property Sales McGranaghan JM Property

17. Northern Ireland Apps Just for fun: Rory’s story cubes Hector Rock Out Skunk EyeSpyFX Tourism: Go Explore NI Down Royal Racecourse Derry/Londonderry What's on Guide Northern Ireland Travel Guide Belfast City Airport GoTo Belfast Sport: Irish FA Ulster Bank Rugby Game Down Royal Racecourse Football fans – Derry City Other: MadForAds Pocket Universe MyWebcam Media Lightbox TaxiZapp Shhmooze Lookaly

18. Mobile Advertising

19. Stand Out from the Crowd With advertising budgets squeezed it is increasingly important that marketing campaigns deliver measurable, engaging and effective results across all media With mobile advertising you can engage with your customers and ensure that your message reaches them in the most effective and personal way In 2009, the IAB and PwC’s mobile adspend study found that the market is worth £37.6 million . An annual growth of 32% Paid-for search advertising on mobile £20.2m, mobile display £17.4m

20. Mobile Advertising Formats Banner / Expandable Banner – most popular format Icon - Icon or embedded brand within app Text - Clickable text link Overlays - Translucent popup that supports image, text, video, full button, or combination Introductory Splash Screen Placement - Full screen ad shown before app home screen Interstitial - Full screen ad shown between pages of an app Home Screen Placement - Full screen ad on home screen that scales down to a banner, or logo

21. Standard Banner Call to action – click to download an app DIRECT RESPONSE

22. Expandable Banner Click to expand, data capture and competition DIRECT RESPONSE

23. User Data Capture, Social Media Integration DIRECT RESPONSE

24. Click to Call or to Request Call Back DIRECT RESPONSE

25. Watch a Video DIRECT RESPONSE

26. Awareness DIRECT RESPONSE

27. Click to open a website within the app DIRECT RESPONSE

28. Mobile Targeting Country / Region Operator Device GPS Location* Day of Week Time of Day (hourly) Specified Keywords* IP address User Profile (eg. Gender, age, occupation, marital status etc.)* Frequency (based on user behaviour, no. of views, clicks, known / unknown) *Based on publisher presenting this information to the ad server.

29. Additional Direct Response: QR Codes QR codes can be used in all media to create an immediate, measurable, interactive call to action Essentially they are barcodes that act as a link between offline ads and the web by using mobile phone cameras QR code reader is needed – can come installed on your handset or be downloaded ScanLife is available for free on nearly any phone with a camera and internet access. Simply scan the code to view the content embedded within it Call to action can be to go to website, retrieve voucher code, set up a call, sms, email or send contact info

30. To Conclude The growth of mobile, in particular smartphones has brought new marketing opportunities All businesses must develop a mobile strategy Connect with key market through mobile publishing, media and apps

31. Thank you If you would like more details or have any queries please contact: Emma McNally Tel: 028 9055 4751 Email: [email_address] Simon Gough Tel: 028 9264 1144 Email: [email_address] We will be happy to help!